A seemingly depressed woman sits alone on the kitchen floor in a corner eating a fudge brownie-like dessert out of a large glass baking pan.
A voiceover from Academy Award winning actress Frances McDormand (Fargo) explains what has led to this sweet tooth binge: “Cry, scream, beat your pillow. He’s a loser. An email after four years. Crash that [dessert] pan.”
However there’s some solace to be found in the recipe behind that dessert as the female voiceover continues: “those chocolate void fillers are made with Sugar In the Raw and Stevia In The Raw–an all natural sugar and a zero calorie sweetener. That’s comforting.”
Finally the voiceover has some hopeful advice. “Cut up his picture, then cut your hair and go out. Ladies get in free. It’s only natural.”
“Breakup” is part of a three spot tongue-in-cheek humor campaign for Sugar In The Raw and Stevia In The Raw directed by Brett Morgan of Anonymous Content for agency Mother, New York.
AICP’s Matt Miller Looks To Build Support For Production In L.A. After Devastating Wildfires
Editor’s note: AICP president and CEO Matt Miller issued the following statement addressing the wildfires in Los Angeles and how the industry can help this key production market--a hub of major resources essential to the health of the overall commercialmaking industry:
Who Needs Los Angeles? We Do.
By Matt Miller, AICP president and CEO
One doesn’t have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent.
But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather.
The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the L.A. area for other opportunities, unless there are enough job opportunities to sustain a solid living.
Now is the time when we ALL must support and bolster this community.
Production is needed in L.A., now!
Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the... Read More